About the study

Latest update: March 2026

The Domestic Sentiment Tracker is commissioned by Visit Britain, Visit Scotland and Visit Wales. The tracker  provides monthly insight into UK travel intentions and behaviours. As part of this programme, Visit Wales commissions a Wales‑focused profile report.

It explores:

• trip planning and conversion
• trips taken to Wales,
• visitor characteristics,
• barriers to travel, and future outlook.

UK travel intentions continue to exceed trips taken, with little year‑on‑year change in this gap. England dominates summer trip volumes, while Wales and Scotland attract smaller but stable shares. Wales’ conversion rate fell from 60% in 2024 to 40% in 2025, with Scotland also declining. England, by contrast, saw an improvement.

Conversion rate refers to the proportion of people who intended to take a trip and then actually did so.

Intentions to visit Wales in summer 2025 focused mainly on coastal towns and countryside or village destinations. Travel is motivated by family time and relaxation, with hotels and rented accommodation most popular. Most travellers plan to drive, and longer stays increased, with over half intending trips of four nights or more.

Families made up over half (52%) of Wales summer trip‑takers, a higher proportion than both the UK average and 2024. Wales attracted fewer younger visitors and slightly fewer aged 65+ compared with last year.

Llandudno & Colwyn Bay and Pembrokeshire were the most visited destinations. Carmarthenshire experienced notable growth, rising from 3% of trips in 2024 to 10% in 2025.

8% of UK adults took a trip to Wales in summer 2025, down from 11% in summer 2024.

While nearly a quarter of UK adults intended to travel overseas in summer 2025, only 14% did so, with the gap similar to 2024. Overseas trips are mainly driven by better weather, while UK trips are preferred for ease of planning, lower costs and shorter travel times.

Financial barriers to travel have eased, with cost cited by 28%, down from 45% in 2024. However, over half of those intending to visit Wales said the cost‑of‑living crisis was likely to influence future holidays, particularly through choosing cheaper accommodation, seeking free activities and spending less on eating out.

Autumn and winter intentions remain stable, with Wales holding an 8% share, though booking levels trail England and Scotland. Cardiff and Swansea are popular for autumn trips, while Eryri (Snowdonia) and the South Wales Valleys lead winter intentions.

This report can be found: UK Tourism Consumer Tracker Survey: Wales profile report Summer 2025 | GOV.WALES